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Online Advertising Glossary of Terms

by: TeamLYM, on Jun 25, 2014 in Publisher Tips & Tricks

We know advertising conversations tend to get a little jargon-y — this glossary should help you gain a better understanding of today’s common terms.

Above the Fold– Refers to placing ads in the section of a Web page that is visible without scrolling.

Ad serving-describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns.

Ad Tags– Ad tags are HTML or JavaScript code that you can place within your site in order to display ads. Ad tags contain information about your site and the types of ad units that you’re displaying on it. The network shares the ad tag code with you, which you must then insert into your site in order to begin displaying ads.

There are two types of ad tags that your network can choose to create and share with you: tag templates and dynamic tags. Your network host may decide to share one or both types of tags for you.

Algorithm- An algorithm is a set of formulas developed for a computer to perform a certain function. This is important in the social sphere as the algorithms sites like Facebook and Google use are critical for developing content-sharing strategies.

Application Programming Interface (API) – In computer programming, an application programming interface (API) specifies how some software components should interact with each other. An API is a set of commands, functions, and protocols which programmers can use when building software for a specific operating system. The API allows programmers to use predefined functions to interact with the operating system, instead of writing them from scratch.

Behavioral targeting- a technique used by online publishers and advertisers to increase the effectiveness of their campaigns through information collected on an individual’s web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display. Ex. a Stamford IP address that tends to visit Allstate’s website

CPM-Cost per thousand impressions, is a phrase often used in online advertising and marketing related to web traffic.  It is used for measuring the worth and cost of a specific e-marketing campaign. This technique is applied with web banners, text links, email, and opt-in e-mail advertising. It is also a major payment/pricing model for advertisers who pay publishers (typically website owner) per 1,000 Impressions served.

CPA– Cost Per Action; an online advertising pricing model, where the advertiser pays for each specified action (a purchase, a form submission, and so on) linked to the advertisement.

CPC– Cost Per Click AKA Pay Per Click (PPC), where advertisers pay the publisher when the ad is clicked.

CPD– Cost per day (CPD) is a payment model by which advertisers pay for their ads to be shown on a daily basis.

Clicks– The number of times users have clicked on an ad displayed on your site, taking them to an advertiser’s web site.

Click Through Rate– the number of clicks on an ad divided by the number of impression.  This is a helpful metric for understanding the effectiveness of an online advertisement. -The percentage of impressions that resulted in users clicking on an ad.

Demand Side Platform (DSP) – A piece of software used to purchase advertising in an automated fashion. DSPs are most often used by advertisers and agencies to help them buy display, video, mobile and search ads. Historically, digital ads were bought and sold by human ad buyers and salespeople, which are costly and unreliable. DSPs help make that process cheaper and more efficient by removing humans from parts of the process, as well as the need to negotiate ad rates and to manually fax ad insertion orders.

Direct ad– An ad campaign purchased by a company usually at a premium rate because it is intended for the publisher’s specific audience and demographics. Direct ad campaigns through LYM require publisher review and consent before being implemented.

eCPM– Effective cost per thousand impressions. This is calculated as the total revenue generated, divided by the total number of impressions delivered for all ads divided by 1,000.  (Total Recognized Revenue / Total Impressions Served) x 1,000.  eCPM helps you to understand and compare the effectiveness of an ad campaigns, regardless of the rate type you’ve established (CPD, CPC, or CPM).

Fill rate- The fill rate evaluates the rate at which a publisher has successfully sent and received a request for a full ad impression from an ad network. Achieving a 100% fill rate is impossible.  Network errors, timeouts and users leaving a page/app before the ad is delivered are reasons that 100% fill rates are impossible.

Geo-targeting- Targeting based on IP address.

Hyperlocal content– Characterized by three major elements. First, it refers to entities and events that are located within a well-defined, community scale area. Secondly, it is intended primarily for consumption by residents of that area. Thirdly, it is created by a resident of the location (but this last point is discussed because for example a photo can be hyperlocal but not locally produced).

Hyperlocal Site–  Focus on a specific geography often on a community or town level —stories and issues of interest only to people in a very limited area.

HTML– We’ve all heard of HTML, but do you know what it stands for? HyperText Markup Language (HTML) is a programming language for web pages. HTML is the brick-and-mortar of pages on the web. 

Impressions– An online advertisement impression is a single appearance of an advertisement on a web page. Each time an advertisement loads onto a user’s screen, the ad server may count that loading as one impression.

IP Address- A unique string of numbers separated by periods that identifies each computer using the Internet Protocol to communicate over a network

KPI- A key performance indicator, commonly known as a KPI, is used to evaluate an organization’s success. It is also used to evaluate the success of a particular activity in which the organization is engaged. Success can be is defined in terms of making progress toward strategic goals, but often success is simply the repeated, periodic achievement of some level of operational goal.

Leaderboard Ad- A horizontal online banner that is 728×90 and often near the masthead, within a site/blogs content or at the bottom of the site/blog.

LYM Basic Ad-flow- The LYM Basic Ad Flow is a direct pipeline into LYM’s partner internet ad sales organizations who are calling on national premium media accounts i.e. American Express, Staples, Michelin and the like.  LYM Basic Ad Flow functions as an on/off pipeline with the LYM ad flow partners.  The advertisers change constantly and rapidly.  The national ads are all curated (sold) ads so you do not see Teeth Whiteners nor Diet Pill ads.  You will see national advertisers flowing immediately while you are establishing visibility with direct advertisers in our marketplace.

Medium Rectangle Ad-  A rectangle online banner that is 300×250 pixels

Pageview– A view of a page on your site. If a user clicks reload after reaching the page, this is counted as an additional pageview. If a user navigates to a different page and then returns to the original page, a second pageview is recorded as well.

Paywall- A system that prevents Internet users from accessing webpage content without a paid subscription.

Pre-roll- The streaming of a mobile advertising clip prior to a mobile TV/video clip. The mobile ad is usually 10-15 seconds in length.

Programmatic- Automatic, Automated ad buying

Remnant Inventory– Refers to a publishers unsold ad inventory or impressions. The LYM Basic Ad Flow offers a solution for this issue, and helps publishers monetize their unsold inventory.

Retargeting Setting up a profile of a person, an essentially “following” them with an ad.  Cookie-based technology that uses a Javascript code to anonymously ‘follow’ your audience all over the Web.

Run of Site–  Ad buying option in which ad placements may appear on any pages of a target site.

Rich Media– New media that offers an enhanced experience relative to older, mainstream formats.

Supply Side Platform (SSP)- A piece of software used to sell advertising in an automated fashion. SSPs are most often used by online publishers to help them sell display, video and mobile ads. This is basically the publisher equivalent of a Demand Side Platform. DSPs are used by marketers to buy ad impressions from exchanges as cheaply and as efficiently as possible, and SSPs are designed by publishers to do the opposite: to maximize the prices their impressions sell at.

Sky Scraper Ad– A vertical online banner ad often called a tower that is 160×600 pixels

Unique Visitors–  The number of distinct individuals requesting pages from a website during a given period, regardless of how often they visit. Google Analytics recently changed the terminology they use within their reports — what they used to call “visits” and “unique visitors” has been renamed respectively “sessions” and “users.” 

Whitelist–  A list or register of those that are being provided a particular privilege, service, mobility, access or recognition. Only those on the list will be accepted, approved or recognized. This is the reverse of blacklisting, the practice of identifying those that are denied.

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